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MORE THAN JUST PICKLES

The decision to purchase kosher food has little to do with
religion. In fact, a nationally representative telephone survey of
2,011 adults, conducted in January by Chicago-based Mintel Consumer
Intelligence, found that close to a third of Americans (28 percent)
have bought kosher foods, even though observant Jews — those
most likely to keep kosher in their homes — make up at most 1
percent of the U.S. population. It seems that kosher products'
strict preparation processes and precise labeling of ingredients
entice a diverse chunk of consumers, from vegetarians to people who
prefer organic food to Muslims who adhere to dietary laws. Kosher
products' reputation for quality is the primary attraction for 24
percent of those who purchase such products, while religion
motivates only 12 percent of shoppers. And manufacturers are
certainly doing their best to cater to the growing market: In 2002,
75,000 packaged goods were certified kosher, up from 60,000 in
2000.

DISCERNING PALATES

Thirty-five percent of consumers who buy kosher products do so
because they like the taste or flavor. Only 8 percent of Americans
actually keep kosher full-time.

OF THOSE WHO BUY KOSHER PRODUCTS, PERCENT WHO SAY THEY DO
SO FOR THE FOLLOWING REASONS: